Why is my design so expensive to print?

I had an idea for something last night, so I drew it up in Sketchup and uploaded it to see what it'd cost to get printed.

The first time I uploaded it, I accidentally made it solid, so it was understandably pretty pricey to print, but even after hollowing it out, it's still nearly $100. Is that typical for something around 10x3.8x25cm? Is my design just too big to be cost effective to print?